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In the business world, the customer is always right. But sometimes, what people say and what they do are two different things.

That's where Ellen Morris and Kathy Ritchie come in. It's their job, as marketing managers at Dixon Schwabl Inc., to sift through surveys and studies and focus group findings to determine what customers really want.

"A lot of people don't ever ask the customer. I represent the customer's opinion," said Morris. ...